The toothpaste is reasonably priced for its size. With Xylitol (for the sweet taste) and its cool minty taste, the toothpaste seems like an ideal choice for those who want to avoid any sodium fluoride or sodium lauryl sulfate (SLS) in their toothpaste while whitening their teeth. The toothpaste uses two agents for whitening, papain and hydrated silica. Papain does not help much in whitening. Hydrated silica is used as abrasive and basically used to "shrub" off the top layer of the tooth in order to achieve its whitening effect. It's like using sandpaper to clean your teeth. It damages your enamels and makes it very sensitive. That's why most of the 1 star review is about sensitive tooth! In addition, the toothpaste contains potasium sorbate, a preservative known to cause allergic reaction and sodium coco sulfate. Sodium coco sulfate has the exact same chemical structure as SLS. So much for being SLS free! Personal experience - I have sensitive teeth and it seems worse. I will not use this again. Check out my page for more reviews!

I like the taste and the fact that it does not have fluoride. But it contains carrageenan and sodium coco-sulfate. Carageenan is a somewhat controversial substance made from seaweed. There is some research out saying that it is upsetting to the GI track. They use it as an inexpensive thickener.
Sodium Coco Sulfate is just a highly, highly diluted form of Sodium laurel sulfate (SLS). If you're allergic to one, you're still allergic to the other.
This is a trick the industry is using. So saying it is SLS free is a bit deceptive. So be aware.
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Looking for a toothpaste that met all of my requirements hasn't been easy. Finally had tried the samples before buying It is the toothpaste gel that what I am looking for, excellent Quality toothpaste gel at an economical price,

Leaves my teeth feeling shiny and clean, and I don't know why others have complained about lack of foaming. It seems just fine for me -- I don't need to be foaming like a rabid dog to make me feel like my toothpaste is working. The only disappointment is the tiny tube; it really could be larger.